Delivering enduring value with your service experiences.
Designing an experience for your customers is not enough. You need to ensure that the service you are providing is designed in a way that allows it to be delivered with ease.
Service Design helps you deliver consistently, reliably and profitably across the entire organisation. It's about getting the right people involved at the right time, aligning around common goals and values, building trust between participants, removing barriers to success and sharing responsibility for delivery of outcomes throughout all levels of an organisation.
Working with CapFeather:
- You'll have a clear understanding of how your customer interacts with your service.
- You'll be able to improve the customer experience and make it more efficient.
- Your customers will love you for giving them what they want.
What is Service Design?
Service Design is a specific design method that links customer experience concept design to the underlying capabilities and processes in your organisation required to deliver an optimal experience.
Often paired with a strategic design approach, service design is used to bring CX ideas to life with an eye on practical implementation. Whether there is a specific interaction to improve, or a new service concept to deploy, CapFeather’s Service Design team are the right partner to help you design and launch with confidence.
How do we do this?
CapFeather partners with client teams to analyse, design and create or evolve service experiences that deliver lasting value. With customers at the heart of the process, we clarify the problem statement, consider backstage capabilities (data, processes, systems, and employee skills) and front stage requirements (the desired experience, key interaction channels, and support dynamics). We employ a multi-stakeholder approach to optimise input into the process, and - importantly - build buy-in for the proposed changes.
WHERE TO APPLY SERVICE DESIGN METHODS & CAPABILITIES
Service Design is most effectively used to either fix / improve underperforming customer experiences, or to optimise a new service or experience. When fixing an underperforming experience, a service designer will do a deep dive into the experience breakpoints / failures to identify root causes. They will then work with teams from across the organisation to define the improvements, ensuring alignment and leverage of relevant systems, processes and people.
When the focus is on a new service or customer experience, a service designer might be involved in the concept development, or might be asked to take the concept and do the detailed work to bring it to life, collaborating with teams across the organisation.
In either case, an effective service design approach should deliver:
Closer cooperation between departments
More positive customer experiences
Sensible implementing while delivering value to the customer
Stronger internal customer orientation.
Talk to us about designing service experiences that work.
Does your organisation need help in fixing or improving your customer experiences? I’d love to talk with you. I’m Matt Poll, CapFeather’s Service Design Practice Lead.
matt poll
Service Design Practice Lead
Matt draws on decades as a CX thought leader across financial services, pharmaceutical, retail, education, energy, technology, hospitality and entertainment. Matt's deep expertise, leadership and analytical skills help solve complex CX business challenges, drive transformation and internal collaboration.
Why CapFeather?
We help mature firms find new and sustainable opportunities by looking beyond the immediate horizon.
Over 20 years of senior advisory, our people have worked on more than 200 projects to deliver bottom line growth and new revenue through product and service innovation - achieved though compelling customer
relationships.
